Hope shines the brightest in Diwali advertising campaigns this year

• Marked with great fanfare and fervour, Diwali is the season of not just lights, colours, and sweets but also family reunions and bonding sessions. It is the festival of homecoming and togetherness.
• Brands also make the most of this shopping festival to connect with consumers and put together the biggest advertising carnival.
• Here is a list of advertisements that stood out in the clutter.

Traveling back home to spend time with our family, trying to make the perfect rangoli, untangling fairy lights to brighten up your home, and dancing after a sugar rush -- these are just a few things that make Diwali special. It is also one of the widely celebrated festivals in India that has turned into the biggest shopping festival.

It is also an advertising carnival which brings up an opportunity for brands to reconnect with consumers as the overall market sentiment drastically improves. Brands pour in big monies on television, Out of Home, and digital mediums to reach out to consumers at multiple touchpoints.

After a long-dry-spell, brands are making sure that they don’t miss this opportunity to reconnect with consumers and market sentiment has already picked up, as revealed by Axis My India report. Its November net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was recorded at +9, up from +7 last month. It has been rising at a constant pace over the last three months, indicative of a positive shift in consumer consumption metrics. Consumers are also more willing to step out now and shop locally. The report’s mobility net score reflects a constant improvement over the last four months. 88% of families said that they are going out the same or more on getaways/staycations /malls/restaurants, with travel bans being lifted and double vaccination providing easier movement opportunities. The overall mobility score is at -4, which is an improvement over last month at -5. This reflects slow but consistent progress in people’s sentiments for engaging in out-of-home activities.

This Diwali, many brands decided to shine a spotlight on heroes who went unnoticed during the most difficult phase of this pandemic. They urged consumers to support different sectors of our society who have been badly impacted by COVID-19 and are struggling to make ends meet.

A few of them also reminded consumers to keep aside crackers that harm the environment and celebrate the festival of lights and kindness with their four-legged companions. All brands played a joyful role by uplifting consumer sentiment and encouraging them to enjoy the festive season once again with their heartwarming campaigns.

Here are a few campaigns that caught our attention:

Cadbury India

HP India

Mother Dairy

Supertails

Tanishq

Greenply

Vivo India

Wiggles

ZEE

Greenlam

Godrej

Havells

LG Electronics

Pickrr

CottonKing

Spice Money